Designer label Burberry was rescued from the dusty discount bin in the late 1990s and early 2000s, and transformed back into a major fashion brand, before being successfully spun off by then-owner GUS as a separate quoted company. Rose Marie Bravo, the CEO who masterminded Burberry's resurrection and quadrupled its sales, stepped down in 2006, but Burberry retained its momentum under chief creative officer Christopher Bailey, eventually elevated to CEO. However, performance began to slow in 2017, prompting Bailey's departure the following year, along with several other senior managers. Marco Gobbetti is now CEO, with Riccardo Tisci as chief creative officer. Though both its principals are Italian, Burberry remains one of the very few distinctively British designer fashion labels, first established in the late 19th century. But the company is wholly dependent on its main brand. How long can it remain independent in an environment now dominated by multi-brand luxury groups? Rumours of acquisition surface periodically though so far none has materialised for real. The brand is sold primarily through its own retail network of around 420 stores and concessions, as well as a small number of franchisees. However, several key standalone outlets have been divested in the past couple of years, including the former flagship Scotch House store in London's Knightsbridge. Until 2017, the group managed its fragrance and beauty operations inhouse. It sold the business that year to Coty who now control Burberry beauty under license. The Burberry fashion brand accounts for the vast majority of revenues, which reached a record high of almost £2.8bn in 2017, before slipping back. The figure for ye Mar 2020 was flat at £2.6bn, partly as a result of the transfer of the beauty business. Net profit plunged to £122m. Apparel accounts for slightly more than half of total revenues.
Capsule checked 7th May 2020
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Historical profile information for Burberry
Marketer Moves 13th Aug 2021: New management at Burberry. See Marketer Moves (members only).
Adbrands Daily Update 12th Nov 2020: "Burberry Hero". Is it a man? Is it a horse? No it's Adam Driver. Nuff said. Burberry creative chief Riccardo Tisci is credited with developing the marketing concept for the brand's newest fragrance product, the first under his leadership, despite the fact that production and distribution is now outsourced to Coty. Fragrance ads are our secret vice here at Adbrands. However silly - and the Adam Driver Centaur is among the silliest we've seen recently - they always look just fabulous. FKA Twigs supplied the music for this one, and the director is Jonathan Glazer, a former superstar in the commercials industry who swapped a career making classic ads for the likes of Stella Artois and Guinness in the 90s for rather more challenging arthouse movies like 'Sexy Beast' and 'Under The Skin'.
Marketer Moves 28th Jun 2021: New CEO TBC at Burberry. See Marketer Moves (members only).
Adbrands Daily Update 12th Nov 2020: "Pushing Boundaries". Burberry's "festive" special is an impressive piece of work even if it raises more than a few questions. We understand the aspirational positioning, but these guys must surely be the only regulars at Brick Lane's Gul Mangal takeaway who can afford Burberry coats that start at around £1,500, let alone the rest of the outfit. The scarf alone will set you back 400 quid. And how, too, did they manage to get so easily from London's landlocked Petticoat Lane Market to.. is that Margate beach? Still, if you suspend disbelief, French creative team Megaforce have delivered an imaginative and joyful film, enhanced with convincing but wholly digital ice-balls. Marseilles-based dance collective La Horde choreographed. Undoubtedly, a cut above the usual fashion film.
Adbrands Daily Update 2nd Jul 2020: "Kendall TB Summer Monogram". It's been a while since we featured a fashion or fragrance ad among our Ads of the Week. However the latest from Burberry for the TB Monogram range is a stunner in all respects. It's an impressive piece of work also by supermodel Kendall Jenner, who shot the film herself on her own computer under instruction from legendary photographer Nick Knight and stylist Katy England. Knight then applied the CG backgrounds in post-production in partnership with the equally celebrated art director Peter Saville. Best known perhaps for his 1980s album cover work with the band New Order, Saville is also co-creator of the TB motif along with Burberry's creative director Riccardo Tisci. Following social distancing rules, everyone worked separately and remotely from home on this campaign. Extraordinary what's possible these days.
Adbrands Weekly Update 2nd Nov 2017: Christopher Bailey announced plans to resign as chief creative officer of Burberry in March next year, though he will stay with the group until the end of 2018 to assist with transition to a new lead designer. Bailey surrendered the role of CEO earlier this year to new recruit Marco Gobbetti.
Adbrands Weekly Update 6th Apr 2017: Cosmetics juggernaut Coty also added to its collection, acquiring rights to Burberry's fragrance and beauty portfolio. The British fashion group has been producing these products inhouse since it bought them back from InterParfums four years ago. Coty will pay £50m for Burberry beauty's inventory and assets, plus a global license fee of £130m. The business generated revenues of just over £200m last year.
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